The deepfake protection firm Loti AI has announced it will offer its services with a free option for all users. Loti AI announced that its "human-first" likeness protection technology will be available to all users. Previously only offered to public figures and celebrities, the company will now provide tools to anyone interested in protecting their digital reputation. Deepfakes are videos, speech, or images in which the actor or action is not real but created by AI, making distinguishing between real and fake content challenging.